The holiday season is one of the most critical times of the year for nonprofits. With nearly 30% of annual giving happening in December and 10 percent of that on the last three days of the year, it’s essential for nonprofits to have strategies in place to maximize this period.
You don’t need a massive budget or a marketing team the size of a Fortune 500 company to take full advantage of the holiday season. I am seeing tons of nonprofits rally together their resources for this final stretch of the year, and they know the potential ROI.
Here are practical, easily tips to help your nonprofit thrive during this crucial time.
1. Craft a Holiday-Specific Fundraising Campaign
If you haven’t already started preparing, now is the time to build a dedicated holiday campaign. Tailor your messaging to the spirit of the season. People are more likely to give when they feel connected to a cause, especially when it ties into the season of giving. A well-crafted campaign can make all the difference.
Build urgency by creating a specific goal for your holiday campaign, and you can even create a fundraising thermometer to show just how close to or far away from your goal you are.
With Team Trust, I can talk with potential buyers all day about their fundraising That’s great, but they might spend FOREVER thinking whether they should invest or not.
The same is true for your donors. You don’t have forever for them to “think about” their decision. Add a timeline to the ask and tie it into a campaing.
2. Make It Easy to Donate
The easier you make it for people to give, the more they will. According to a study by M+R, 21% of nonprofit revenue now comes from mobile devices, and more than half of website traffic comes from smartphones. If your donation process isn’t mobile-friendly, you’re potentially missing out on a large number of donors.
People will not donate if it’s hard or complex to do so.
Streamline your donation page and ensure it’s optimized for mobile. Use large, clear buttons, minimize the number of steps to complete the transaction, and offer multiple payment options like PayPal, Venmo or Apple Pay.
Having disability friendly options never hurts, either, and you can learn about those in my free Disability Marketing Guide.
3. Leverage Email Marketing
Email campaigns remain one of the most effective ways to drive donations. If you haven’t already planned a holiday email series, it’s not too late. Focus on storytelling, urgency and the impact of giving.
Plan out a simple three-part email series: one email introducing your campaign, one reminder email, and one final email highlighting the urgency to give before the year ends.
Yes, you can use AI to do this for you!
4. Use Social Media to Drive Engagement
Social media is an incredibly powerful tool for nonprofits during the holiday season. Your audience is already online, often more engaged during the holidays, and looking for causes to support.
Visual storytelling is HUGE — sharing powerful photos or short videos can increase your engagement rates significantly.
Try going live on platforms like Instagram or Facebook to share the story of someone your nonprofit has helped. Authentic, personal stories can drive up to 3x more engagement and donations than generic posts.
Have you ever noticed how often I tell personal stories on social media? 😊
5. Activate Your Board and Key Donors
Your board members and major donors are some of your best assets during the holiday season. Ask them to personally reach out to their networks to encourage giving. They know people who know people, and they can likely reach people you can’t.
Provide your board members with a simple email template or social media post they can easily personalize and share.
6. Host a Holiday Event or Campaign
Consider organizing a small, low-budget virtual event, like a holiday raffle, an online auction, or even a “12 Days of Giving” campaign. Events like these can provide a sense of community and encourage donations while engaging both new and existing supporters.
If you’re stretched thin, use simple online platforms like Facebook or Instagram to host live events and raffles. Keep the focus on fun and giving back to your cause!
Please be sure to tap into your current list of donors, and keep your asks creative.
7. Offer Giving Alternatives
Not everyone can donate money, but they might be able to give in other ways. Offering alternative ways to give, such as volunteering time, donating goods, or even promoting your cause on their social networks, can broaden your reach. Plus, volunteers are 2x more likely to donate financially in the future.
Create a “Ways to Give” page on your website that highlights different options. Promote it heavily during the holidays, so people know how they can support you beyond financial gifts.
8. Say “Thank You” and Follow Up
The holiday season is the perfect time to show gratitude to your donors. Donors who feel appreciated are 4x more likely to give again! Send personalized thank-you notes or videos, and let them know the direct impact of their contribution.
Schedule automated thank-you emails for online donations and include a quick story or video showcasing the impact of their gift.
This may sound like a lot, and I would agree with you. No one person can do everything.
There are ways to fast track your success, and I want you to know about for them. For the first time ever, Team Trust has dropped its video production services and added a whole bunch of freebies.
You will have everything you NEED and more to create lasting financial success in your nonprofit.